Many Unhappy Returns
JS: MP3 players have suffered the highest return rate of late. All in all
it's not too bad because the amount of players we sell is staggering, but we do experience a good enough percentage for me to be aware of it. I believe this is due to the fact that using MP3 players is somewhat complex. You have to be computer-savvy as well as have to know how to download music. Our sister company, BuyMusic.com, is now integrated into Buy.com and receives many thousands of downloads every day. So there are obviously a lot of savvy users as well as newcomers downloading music. The only other notable would be digital memory. For some reason customers by the wrong cards a lot for the digital cameras, PDAs, and MP3 players. Strange.
DS: How can retailers (e-tailers or traditional merchants) avoid having a high percentage rate of returns from customers?